I.D. Sarrieri tests its concept store in Paris

By

Anaïs Lerévérend

Published
Jul 28, 2015

I.D. Sarrieri wants to build a retail network. Launched by Romanian designer Iulia Dobrin in 1992 and currently based in Switzerland, the luxury lingerie brand decided to test its retail project in Paris. Accordingly, the past December I.D. Sarrieri opened its first directly-owned boutique in the French capital, at 186 Rue du Faubourg Saint-Honoré, facing the Elysée Palace. 

The brand, until then available in multi-brand shops and in display corners at major international department stores, notably at Printemps in Paris, now wants to duplicate this first boutique in several countries. I.D. Sarrieri is especially keen on finding a location in London, hopefully before the end of the year. It also has its sights set on several openings through a partner in the U.A.E.. The plan is to establish itself inside new shopping malls, this time by 2017.

These stores will follow in line with the same concept unveiled in Paris but with their own local signature. Stéphanie Langard is behind the design of the Rue Faubourg-Saint-Honoré store, which features two areas: a day area at the entrance and a night area, affording more privacy, at the back of the store.

The corrugated walls, the parquet floor and the special clothing racks with pearl-like knobs dropping towards the floor create a warm and luminous ambience, while the mirrors in dusky shades of varying intensity break up the way to the space at the back, where a fitted carpet and darker hues create an intimate atmosphere. Stéphanie Langard, the brand's consultant for retail design and for its image in a wider sense, is also responsible for the art direction of the window displays as well as international events.

One of the brand's current challenges, besides its international retail development, is to work on its reputation in France, where 95% of its customers are from abroad.